7-Eleven Expands Relationship with Nielsen

7-Eleven, Inc., the nation’s largest convenience retailer, signed an agreement with The Nielsen Co., enabling the research firm to serve as a source for convenience store manufacturers seeking market data aligned to 7-Eleven custom geography definitions.

A leader in convenience store solutions with the most accurate, representative and reliable view of the convenience store channel, Nielsen boosts its 7-Eleven coverage to include more than 3,100 stores, an increase five times in size.

“Nielsen’s insights will help us better satisfy our customers’ changing needs,” said Jim Hendrickson, manager of consumer research for 7-Eleven. “This new agreement will enable our manufacturing partners to improve their analytic capabilities, as well as their support of 7-Eleven, which will assist us in executing our strategy of providing the right product assortment at each store.”

An expansion of Nielsen and 7-Eleven’s long-standing relationship, the agreement allows Nielsen’s manufacturing clients to access market-level data as defined by 7-Eleven, providing more clarity and consistent geographic classifications and resulting in more effective discussions between 7-Eleven and its manufacturing partners.

Nielsen is the first to offer convenience manufacturers the ability to view 7-Eleven’s custom geographies in combination with the manufacturers’ custom product category definitions. This market-level information can be used in conjunction with 7-Eleven’s 7-Exchange program–7-Eleven’s proprietary data community allowing access to its daily item-level data–to offer added insights to the 7-Eleven merchandising team.

“Our agreement with 7-Eleven is another great example of how we continue to raise the bar with the most accurate, representative and reliable view of the convenience store channel,” said Dan Sacco, senior vice president of customer development for Nielsen. “We remain steadfast in our strong commitment for superior service to the convenience industry and to 7-Eleven.”

Based in Dallas, 7-Eleven operates, franchises or licenses approximately 7,800 7-Eleven stores in North America.

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